Singapore's Ministry of Culture, Community, and Youth Proves the Power of Diversity

DDB Group Singapore has announced the launch of its ‘There’s beauty in harmony’ series of films for the Ministry of Culture, Community, and Youth (MCCY) as part of SG60 – a year of celebrations marking Singapore’s 60th year of independence and its nation-building journey.

Widely regarded as a cultural melting pot, Singapore is a multi-racial, multi-religious city-state with one of the most diverse populations in Asia. Comprising Chinese, Malay, Indian, Eurasian, and Peranakan communities, the country is a dynamic tapestry of cultures and traditions.

In keeping with the SG60 spirit, the campaign reflects on the shared values that unite Singaporeans and have allowed the nation to prosper against the odds over the past six decades. The three-part series highlights multiculturalism as a key pillar of the country’s social cohesion and urges Singaporeans to preserve and expand common spaces and mutual understanding with people of different cultures and backgrounds.

"Throughout time, food, art, and music have served as powerful bridges, uniting diverse communities through a shared passion,” said Jeff Cheong, CEO of DDB Group Singapore. “As we celebrate our nation’s 60th anniversary, it is vital to cherish these intrinsic values that propel us forward as one. The campaign taps into these shared emotions to demonstrate we have so much more in common than we think and everything to gain from working and playing together.”

Each 75-second film in the three-part series captures an authentic exchange between two Singaporeans, leaning into the country’s remarkable diversity to learn new skills and spark innovation. A Chinese ink and a batik artist come together to create a work of art; two cooks collaborate on a new dish inspired by Indian and Chinese cuisines; and an Indian and Malay musician demonstrate the power of music to unite. The series proves that a multicultural society is a remarkable asset that needs to be protected and nurtured for future generations to enjoy.

The campaign launched on YouTube during Q1 2025, supported by in-article placements and assets on social media, broadcast TV, and radio.